In mid-2012, IBM initiated a smarter mobility solution which, in conjunction with big data and advanced analytics has the ability to manage public transit networks in cities. The result should mean better coordination across all transportation networks, as well as improved operational efficiencies, such as reduction in service interruptions.
EyeforTravel's Ritesh Gupta talks to Tim Ricketts, Travel & Transport Sector, Middle East and Africa, IBM, about the implications of this technology, particularly for air travel.
EFT: What are the big IT issues facing us today?
TR: Currently, the big topics are mobility, smarter infrastructure and big data. The relatively recent advent of the smartphone, tablet etc, carried by consumers increases the digital footprint of the individual. In parallel there is the advent of intelligent infrastructure, which refers to equipment that is network-enabled and can monitor and send data about its condition. For example, it's now possible to buy an IP-enabled fridge now, which can be programmed from a smartphone using an app. Modern commercial vehicles are equipped with GPS positioning units and send their position and other telemetry data about the condition of the vehicle and often the payload, at regular intervals. Building-management systems monitor multiple parameters for analysis in a control room. Everywhere we look, we can find intelligent infrastructure.
This explosion of intelligent, networked devices is leading to an exponential increase in available data. The trick is to use modern business analytics techniques on these large data sets, often referred to as `big data', to convert all of that data into meaningful information.
In addition to this, the advent of cloud computing leads to an expectation that the data we all carry around now will eventually be stored for us – and the intelligent infrastructure around us will be able to access that data and combine it with location-specific information to give us a personalised experience – in whatever environment we find ourselves. So instead of each of us carrying a smartphone which might have 32GB of memory and a quad-core processor with more computer power than the Apollo landing craft, soon we will just need to carry a small identity tag for example RFID (radio frequency identification) together with biometrics. This will be enough to identify us to the infrastructure that will deliver our information to us wherever we happen to be, 24/7.
EFT: And what implication does this have on infrastructure?
TR: This of course has major implications for buildings, such as airports, even city infrastructure, which will have to cope with all this. Buildings typically are designed, built and then last for tens of years but increasingly these change cycles are measured in fewer years. Therefore flexibility in building and public infrastructure design is paramount. Currently there are the ‘three-screens of life' – your TV, smartphone and PC (or tablet). With the advent of intelligent-display surfaces, the technology of sci-fi will be available very soon in almost any walk of life.
EFT: Can you give us an example from the traveller's perspective?
TR: Walls covered with such intelligent surfaces in an airport will be able to display different personalised content as people walk by – driven by information stored in the Cloud.
Way-finding information embedded in floors will know which flight you are on based on the interaction of your identification device with the airport intelligent infrastructure. It will be able to direct you where you need to go automatically.
If you choose to make your data available to the different service providers, your preferences will show up across airlines and airports, regardless of alliances or frequent flyer allegiance. All this is made possible by smarter infrastructure.
EFT:So how are such developments going to impact the overall passenger experience?
TR: The passenger experience is increasingly about the aggregation of content across multiple data sources. As data storage and processing power becomes ever cheaper, and analytics software ever more powerful, it becomes possible to mine the vast amounts of data collected from each phase of the journey. For example, it will be possible to use predictive analytics on a website shopping session to generate the optimum offers for a customer, even if that customer has never used that shopping service before. This will be achieved by comparing the searches performed by other customers and the eventual purchases made.
Airlines will use this technology to regain ownership of the customer from the distribution channel and become merchants of travel including hotels, cars and ancillaries. The recent announcement by IATA of the new distribution capability is an example of a concrete move in this direction.
EFT:How can smarter infrastructure play its part here?
TR: Smarter infrastructure will recognise the passenger throughout their journey. Eventually check-in will become automatic, simply arriving at the airport will generate an alert that you are there, and the service providers including the airport and airline of travel can determine where the passenger is at any point in time as they move through the airport.
The passenger will receive personalised information, for example duty-free offers based on their previous purchase histories and other information tailored specifically to them. Upgrades can be targeted at individuals that will value them most, making best use of the airline's valuable premium inventory.
In-flight communication is likely to remain expensive for the foreseeable future. So the scope for mass personalisation on-board will probably remain fairly limited. However, airlines can selectively use communication for premium passengers, relating any service information via the passenger's email so they receive the communication as soon as they arrive on the ground.
EFT:When it comes to content and technology what will airlines have to work on?
TR: Data is king. Predictive analytics based on all the available data airlines have about customers will be the differentiator. Airlines will increasingly look to other industries that already do this well including retail, banking and telecoms.
Source: Eye for Travel
